The Direct Marketing Association (DMA) reported fairly recently that the response rate for print mail surpasses that of all digital channels — and by a huge margin.
According to this DMA research, direct mail generates a 3.7% response rate with a home list, and a 1% response rate via prospect list.
Paid search, email, social media, mobile and internet display combined only achieve a 0.62% response rate. Which means: direct mail outperforms all combined digital channels by over 600%.
Print Mail to Digital Comparison by the Numbers:
Here are average response rates, by channel, reported in the survey:
- Direct Mail: 3.7%
- Mobile: 0.2%
- Email: 0.1% (for a prospect list); 0.1% (for home list)
- Paid Search: 0.1%
- Social Media: 0.1%
- Display Advertising: 0.02%
How does print mail’s cost compare to other channels? Print mail’s cost-per-acquisition is highly competitive. Direct mail averages around $19, which is on par with mobile & social media (each at $16-18), paid search (at $21-30), internet display ads (at $41-50) and email (at $11-15).
Do certain direct mail formats perform better than others? Absolutely. According to the